Mike Ditka named spokesman for Al's Beef

Chicago Bears legend Mike Ditka is the new spokesman for Al’s Beef and Nancy’s Pizza.

In a partnership that seems right out of a Saturday Night Live "Superfans" skit, Da Coach was introduced Tuesday at the site of a new Al’s Beef location at 234 S. Wabash Ave. which is slated to open this month. Chicago Franchise Systems, a Mokena-based company that owns the restaurants, is employing Ditka as part of its expansion plans.

“He’s a big fan of ours – he loves our food,” said Dave Howey, president of Chicago Franchise Systems. “He’s a good face to put on our brand, especially as we move outside of Chicago. It kind of gives it an endorsement that says this is something to try.”

Founded in 1938 as a sandwich stand in Chicago’s Little Italy, Al’s Beef opened its first storefront on Taylor Street, building a passionate local following. Purchased by Chicago Franchise Systems in 1999, the chain has expanded to 18 locations in Illinois, California and Nevada, including the soon-to-open Chicago restaurant.

Nancy’s Pizza, founded in 1971, has grown to 31 locations under Chicago Franchise Systems, which acquired the rights to the restaurant in 1990. The chain has expanded to Atlanta and is opening a number of locations in California, according to Howey.

Howey projects there will 12 to 15 new restaurant openings under the two banners by the end of next year. He plans to use Ditka to build both brands through in-store marketing, paid advertisements and other promotions.

Beyond the marketing relationship, Howey said he and Ditka are looking at partnering in some restaurant locations, such as Pittsburgh, the coach’s hometown.

Ditka, who was elected to the NFL Hall of Fame as a player and guided the Bears to a Super Bowl win as a coach, has had a very busy post-football career as a spokesman for everything from jewelry stores to impotence drugs. But Howey said he isn’t concerned that Ditka’s endorsement is diluted by his association with so many brands.

“I’m happily surprised that he has enough confidence in us, and willingness to help us expand, because he is a believer in our product,” Howey said. “When a guy like Mike says he likes something…he knows food and I’m really proud of it. I think it’s great.”